"Digital businesses offer professionals lots of possibilities", Frederick T. Wehrle, UC Berkeley
26 de March de 2019
26 de March de 2019
Francisco Astudillo, the Director of the Academic Operations and Data Science Department, chaired and presented the forum focused on digital business and its potential in terms of the development of new more competitive business models. Francisco discussed technologies such as Machine Learning, the Internet of Things and blockchain, as well as different transformations in the value chain.
The speakers at the conference included Frederick T. Wehrle, the Director of International Initiatives at UC Berkeley, Irene Aranda, the Head of Digital Transformation at Vodafone, and Nuria Guix, the Global Data Manager at BP and former student on EAE's Master in Marketing. One of EAE Business School's partner organizations, the University of California at Berkeley is a leading educational institution, boasting 104 Nobel Prize-winners among its alumni and excellent positions in international rankings.
Digital transformation is essential in Irene Aranda's opinion, who shared her experience at Vodafone and Accenture Interactive, explaining that "it is a matter of changing processes to make them more efficient. Companies have to use this transformation to become more customer-centric". At BP, they embrace a broad perspective, explained Nuria Guix, adding that technology has to be the means through which "the consumer's personal experience is created", emphasizing that we are dealing with an omnichannel customer to whom we have to direct specific messages.
Learning in Silicon Valley, with changing business models and the leadership of companies like GAFAS (Google, Amazon, Facebook and Apple) or Alibaba were some of the aspects emphasized by Frederick T. Wehrle to illustrate the changes required for the modernization of companies, as well as the role that Internet of Things will play in contributing to this efficiency. With respect to this transformation process, Irene added that "companies are transforming and evolving fast and they have to ensure that they are the first to transform transformation, that they are leaders".
The new business models have to be based on the development of customer experience, explained Nuria Guix, while Irene Aranda focused on aspects such as the analysis and knowledge of these customers. Frederick went a step further than technology, highlighting the importance of using science in the process of change, which has to look beyond profitability. "Companies have to change the way they transform and improve society".
In this transformation process, the Global Data Manager at BP spoke about the Big Revolution in which all sectors have to move forward by doing different things and implementing Agile methodologies in their projects. The lecturer and researcher at the University of Berkeley discussed the shift to more linear, open workspaces, with changes in leadership and happier people in organizations. Within this context, he gave the example of Amazon's learning program. Irene Aranda explained how technology facilitates work in companies. "All the areas are aligned to achieve the objective of improving the digital user experience, as a cross-functional goal".
Data disclosure and privacy were then analysed, forming part of what Nuria Guix referred to as Data Strategy. "We need to define privacy and transparency". In this respect, Irene Aranda emphasized the relevancy of data and a non-intrusive approach. "We have to be certain that the data we are processing is relevant to the company". The lecturer at the University of Berkeley went a step further to explain how the information is gathered and analysed. "The data is used to run simulations and understand how the human brain works using technology".
The revolution is happening very fast. We have to take a broad perspective and embrace the fact that we will soon coexist with machines and robots. Within this changeable environment, people have to adapt with respect to what we can contribute. "Unless you adapt, you will be left behind", explained Frederick. Nuria Guix sees transformation as a positive thing that improves people's lives and encourages professionals to learn throughout their lives and constantly adapt to change. Irene Aranda advocates the exploration of new channels, different materials for the market of the future in which we have to focus on the "differential element".
In this changing and volatile VUCA setting, a large number of possibilities open up. Frederick T. Wehrle encourage the professionals to redirect their career and look around themselves for inspiration. The lecturer also asked them to think about what they have to build to manage to climb to better positions in the new structures. "Some incredible opportunities are opening up. You can transform companies and jobs. There are lots of organizations in the world that want to attract talent. Flexible work is already a reality".